MTV in association with Vizeum has launched “The Junkyard Project”-- an environmental initiative, which aims to raise awareness about cleanliness on the lines of Swacch Bharat Abhiyaan.
Commenting on this initiative, Sumeli Chatterjee, Head – Marketing, Media & Insights, Youth Entertainment, Viacom18, said, “MTV started with a basic question how can we make conversations around ‘do-not-litter’ cool and interactive. #DunkThatJunk is gamification of the concept that junk should be dunked inside the dustbin. The simplicity of the concept coupled with interactive presentation is the key reason why these videos spread like wild-fire and drew heavy participation by Bollywood and TV celebrities. It is just a game, but with a serious message in it. We have driven 1.5 Mn + interactions in a fortnight of launching this campaign on social media. And, this is just the beginning.”
Apart from being at the forefront of every pop-culture trend, MTV has led several social movements to celebrate youth power.
Samarjit Rajkumar, Executive VP, Vizeum India, commented “True to its spirit of being in the forefront of trend-setting, it has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative, and leveraging MTV’s partner celebs by attracting as many as 6000 user-generated videos in the first 2 weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates.”